January 2019

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Pure London, UK’s leading fashion event for womenswear, menswear, footwear, accessories, and young fashion, is set to launch a new section ‘Pure Conscious’, at the next edition to be held from July 22 to 24, 2018. Pure Conscious will be highlighting sustainable brands along with a sector completely dedicated to ethical fashion from various new designers.

Pure Conscious, together with Common Objective (CO), the new online platform launched by the team at the Ethical Fashion Forum, aims to educate and connect conscious designers with retailers and brands whilst also creating a platform for new and emerging talent.

An edited curation of footwear and accessories, men’s and womenswear, from a host of emerging designers such as Sami for ES.EM, luxury loungewear brand Kleed Kimonos, and Zola Amour, as well as Pure London regulars including Thought, will create a magnet for forward thinking retailers. This will be the only place to source fashion with a conscience in London this summer.

Julie Driscoll, managing director of Pure London said, “Pure Conscious will be a platform where we can highlight the sustainable brands that are already exhibiting with us and also introduce new and emerging ethical designers. Pure London, together with CO aims to push for a change in the fashion industry.”

Common Objective builds on the twelve year legacy of the Ethical Fashion Forum and is linked to the ‘LinkedIn for ethical and sustainable fashion’. It aims to connect fashion professionals across the supply chain, from suppliers to brands to retailers, in order to further better social and environmental practices in the industry.

At the AW18/19 show in February 2018, ethics and sustainability were high on the seminar programme agenda.

During the panel discussion Sustainability: 2018’s biggest trend, Diana Verde Nieto, CEO of Positive Luxury, said, “Pure Conscious will also be supported throughout the show’s content programmes, with seminars discussing the circular economy, sustainable fashion and why we need to care. Fashion technology will also be represented as key to empowering the whole fashion supply chain to be more sustainable. (GK)